Under Armor Case
1. What are the reasons for the success of Under Armour since its founding by Kevin Plank? What
do you view the most important factors that have contributed to the growth of the company?
There are many reasons for the success of Under Armour. One reason they have been successful
is because of there advertising and marketing. The company kicked off its success by having their
clothing line appear in the movie “Any Given Sunday”. By appearing in this movie, they were able to
gain exposure nationally. They also launched their I Will ads, which gained much acclaim. UA also
started endorsing sport teams and athletes such as Michael Phelps, Tom Brady, Georges St. Pierre,
and Jen Hudak. They also sponsored division I collegiate teams such as Boston College, South
Caroline, and South Florida. They also have sponsorships with stores such as Dicks Sporting Goods
and The Sports Authority. Lastly, they have been successful because they continue to enter new
markets. Under Armour not only provides apparel, they also offer footwear. Their foot wear line is
well varied to include cleats, cross training, performance training, running, and basketball shoes.
They have also branched out to extensively reach the female consumer, with their product line
geared towards women.
The factors that have continued to the growth of UA are the diversity of its products, the
endorsements with popular athletes, its sponsorships most especially with the NFL, men’s fitness
magazines, and their distinctive product line. UA’s product line is geared towards young men and
